What if you could read a company like its own employees do, before you even step into the interview room? Sounds like a cheat code, right? But it’s not. Most candidates stop at the “About Us” page and a few LinkedIn scrolls. That’s surface-level.

If you're aiming to impress, you’ll need to reach where others don’t, ask what others won’t, and notice patterns that the company has been following. From office culture clues buried in Glassdoor comments to decoding how a brand talks to its audience, there’s plenty you can find out. Let’s walk you through how to research a company before an interview.

3 Layers That Help You Research about Company

Layer 1: Public Info That Everyone Sees (But You Frame Differently)

Everyone sees the same company website, social pages, and press releases, but most miss what’s worth paying attention to. So, you need to look beyond the obvious and pick up what others overlook. Let’s break it down from a smarter angle.

1. Begin With The Company Website

Notice how they describe themselves now versus a year ago. Has their language shifted from "affordable" to "fast"?

It might mean they're repositioning or targeting a new market. Look at recent blog posts, leadership bios, or career page updates as small tweaks often hint at big internal changes.

2. Now Scan Their Social Media And Study The Patterns

What are they not talking about? Are they highlighting partnerships or hiring drives but avoiding certain product updates? That silence could say a lot. Also, check who's posting, is it just the brand account, or do leaders chime in too? It tells you how open and people-driven they are.

3. Use Filters on Glassdoor Smartly

Don't read all the reviews blindly. Set filters: sort by team, tenure, and office location. Reviews from people who stayed 2+ years give you the best signal on culture, growth, and leadership. Spotting recurring phrases is often the cultural keyword no one officially admits to.

If they're a public company, glance at the financials. Just five minutes can tell you a lot. Take a quick analysis of revenue trends, funding rounds, or recent layoffs.

Pro tip: Don't just quote facts. Say what they mean. For example:

• "I noticed you recently shifted messaging toward Product X, sounds like that's becoming a bigger focus."

• That one sentence can show more understanding than five generic compliments.

Layer 2: What Their Insiders Reveal Online (But Few Candidates Use)

Glassdoor reviews, Reddit threads, ex-employees on podcasts, these are goldmines hiding in plain sight. Most job seekers scroll and move on. But those offhand comments? They’re often the truth.

Also, focus on which reviews offer value and which to skip.

1. Start with LinkedIn

Look at what current employees are posting. Are they celebrating product launches, discussing new tools, or venting about common hurdles? These posts reveal what's happening behind the scenes. If you notice a theme, like multiple people mentioning a shift to AI tools, that's worth mentioning.

2. Search For Podcasts or Interviews

Founders and executives love talking about their companies. Listen to how they describe priorities, team structure, or future goals. Even a clip can give you a better sense of what they value and how they think.

3. Don't Ignore Job Descriptions

Look for repeated phrases, preferred tools, or hints about culture ("fast-paced," "wear many hats," etc.). These small clues help you speak their language during the interview.

For raw and unfiltered takes, go to Reddit or alums reviews. Threads from former employees often show what’s working there is like, the good, the bad, and the patterns worth noting.

Layer 3: Private Signals You Can Generate Yourself

This is where you go beyond research and start pulling your intel. While most candidates stop at reading, standout ones create conversations.

1. Start By Reaching Out To Current Employees

A short LinkedIn DM like "Hey, I'm exploring a role on your team and curious to know how your team is structured?" can open doors. Keep it light, respectful, and low-pressure.

2. Check For Mutual Connections

If you know someone who knows someone, ask for a quick intro or even a 10-minute chat. These quick conversations often reveal what it's like to work there, the pace, priorities, and people who make things happen.

3. Search For Hiring Managers Online

Look at their LinkedIn posts, past roles, and writing style. Are they technical or strategy-focused? Do they engage with team updates or industry trends? You can often pick up on what they value without speaking to them.

4. Use Online Tools

Tools like RocketReach, Hunter, or SalesQL can help you see reporting lines, team size, and who's been hired recently. If you notice a pattern then say, three new hires in customer success, you can infer what areas they're scaling up.

Pro tip: At the end of your interview, ask one thoughtful, research-backed question.

For example: "I saw your team grew by 40% this year, how are you balancing speed with onboarding?"

Bonus: Company Research Tracker Template

Digging deep into a company before your interview is powerful, but organizing that research is more beneficial. That's where a simple and structured tracker can make a big difference.

Use a Notion page or a Google Sheet and divide it into three clear sections:

Layer 1: Public Info

Layer 2: Insider Clues

Layer 3: Private Signals.

This mirrors the three-layer method from the article and helps you sort insights without feeling overwhelmed.

Within each layer, create these four columns:

Source: Where did the information come from? (e.g., company blog, Glassdoor, a podcast episode, an employee's LinkedIn post)

Insight: What stood out? A new market push, cultural theme, or a leadership change.

Talking Point: How can you naturally reference this in the interview?

Action Item: What should you do with this? Prepare an example, tailor your resume, or use it as the basis for a smart question.

Example:

• Source: Head of Product's LinkedIn post

• Insight: The Team is shifting to faster A/B testing cycles

• Talking Point: Mention your experience leading rapid testing initiatives

• Action Item: Prepare a story showing results from one such project

This format does more than just store research as it helps you connect the dots between what you learn and how you will show it up in the interview. You won't be stuck recalling last-minute facts or scrambling for questions.

You don't need a polished template, just a clear place to collect your insights and prep with intention can do all the work. It's a simple habit that converts information into confidence and research into results.

Conclusion: Show You're Already Thinking Like an Insider

Most applicants mention, "I'm excited about this opportunity." Top performers go one better: "I saw X trend at your organization, and here's where I'd add value." With these three levels of insight, you can research a company before an interview and know whether it's worth your time. This shows that you're already thinking like an insider and that you're prepared to contribute from the very first day.